Deck 14: Culture

Question 1

Why does age constitute a subculture?

A) Age is a subculture because of the definitions adopted by Statistics Canada
B) People of a certain age share the same genetic traits.
C) Age is easy to research
D) Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long- standing belief.
E) People of the same age have shared the same experiences and have common memories.

Answer 1

E

Question 2

The elderly market is well suited for segmentation. The primary reason for this is .

A) they watch a great amount of television.
B) they are affluent.
C) they will answer almost any question posed to them.
D) they are easy to identify by age and stage in the family life cycle.
E) they are the easiest group to reach through any media channel.

Answer 2

D

Question 3

Although both of the Hines have health problems, developed after retirement, they still maintain positive attitudes and do their best to enjoy life. They belong to the segment:

A) healthy hermits
B) ailing outgoers
C) languishing retirees
D) healthy indulgers
E) frail recluses

Answer 3

B

Question 4

A manufacturer of sneakers has come out with a new walking shoe for the mature market. A marketing strategy for success should include:

A) showing active people
B) promotion of careful use
C) a slow talking announcer
D) aggressive music
E) references to health care

Question 5

Tony is sixteen and has just been hired to walk around downtown and identify some of the latest trends teenagers are using. Tony is an example of a:

A) lifestyle monitor
B) consumption stalker
C) trendsetter
D) coolhunter
E) psychological profiler

Question 6

Which of the following quotes best describes teenagers?

A) "Their values are very consistent, it's the expression of values that change"
B) "They are easy to market to if you have a product that allows them to rebel"
C) "They only like products that help them fit in with mainstream culture"
D) "They typically buy products for themselves, except for those occasions that involve gifts"
E) "Their meaning of "cool" has remained consistent over time"

Question 7

Scott was planning on putting on a huge concert featuring a popular DJ at his university. Which of the following media type would be the most effective for advertising this concert?

A) billboards
B) newspapers
C) radio
D) television
E) wall media

Question 8

Greg, a marketing director for a winery, only has a budget that would allow him to execute one print advertisement. The problem is his target market consists of 18- to 35- year- olds and 35- to 55- year- olds. He plans on trying to appeal to both age groups in the same ad through the use of imagery. Greg is implementing a:

A) Multisegmented Marketing Strategy
B) Multigrouped Marketing Strategy
C) Multigenerational Marketing Strategy
D) Multitasked Marketing Strategy
E) Multipurpose Marketing Strategy

Question 9

Phillip has just turned 70. He is still married to his wife of 30 years, Denise, and his recent physical examination showed that he had the body of a 50- year- old. Which of the following segments would Phillip belong to:

A) languishing retirees
B) healthy indulgers
C) frail recluses
D) ailing outgoers
E) healthy hermits

Question 10

What would be the best reason for supporting the validity of age being considered a subculture?

A) People of the same age have similar religious beliefs.
B) People of the same age have shared the same experiences and have common memories.
C) People of a certain age share the same genetic traits.
D) Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long- standing belief.
E) Age is a subculture because of the definitions adopted by Statistics Canada.

Question 11

The much- heralded age segment known as the "baby boomers" refers to those persons born between:

A) 1957- 1976
B) 1945- 1975
C) 1944- 1954
D) 1947- 1966
E) 1940- 1960

Question 12

Which of the following would appeal to the Frail Recluses segment?

A) an emergency response system
B) a new line of make- up
C) a new high- tech cellphone
D) a wholesalers Club Card
E) a vegetarian restaurant

Question 13

The term "baby boom echo" is being used by marketers to refer to:

A) those children who will be born around 2000, at the turn of the century
B) children of baby boomers
C) children born between 1947 and 1966
D) the yuppies' children
E) babies born of women in their late 30s, as their "biological clocks" are winding down

Question 14

Claude cannot understand how hypocritical adults can be-save the environment on one hand, buy an SUV the next. If only they could be more like him. This reflects a/an theme of conflict.

A) pragmatism
B) autonomy
C) idealism
D) belonging
E) narcissism

Question 15

Which of the following is not true of seniors?

A) They think of themselves as being younger than they actually are.
B) They are highly engaged in the community with almost 45 percent volunteering to help in the community.
C) They are largely dependent upon their children and the government for financial support.
D) Many are still working and raising children.
E) They tend to lead multidimensional lives.

Question 16

Anton moved away from home at fifteen to play advanced hockey. At seventeen, he is feeling like he is missing a huge part of his life and wants to go back home. This reflects a/an theme of conflict.

A) autonomy
B) pragmatism
C) belonging
D) narcissism
E) idealism

Question 17

Of all market segments, those who spend the most on entertainment, housing, and cars are between the ages of:

A) 25- 34
B) 35- 44
C) 60 and over
D) 16- 24
E) 45- 59

Question 18

Marketers view teens as "consumers in training" because:

A) they have disposable income
B) they have discretionary income
C) they learn how to spend
D) they shop carefully
E) brand loyalty is developed then

Question 19

When Annika hears a car salesperson say that the company made no money on her parents' new car, she says nothing, but thinks they must have made a bit. This reflects a/an theme of conflict.

A) belonging
B) autonomy
C) narcissism
D) pragmatism
E) idealism

Question 20

Ricardo is quite upbeat and positive about his life and prospects. He is most likely a:

A) skater
B) Gen Yer
C) gatekeeper
D) Gen Xer
E) marketer

Question 21

Product usage is a significant way that teenagers express their needs and values. Research has shown that watching others influences this symbolic value. Consequently, when ninth graders see movies of actors smoking, their own intent to smoke is _.

A) remains constant unless they meet the actor in person
B) increased
C) decreased
D) decreased, but only if they already smoke
E) increased, but only if they already smoke

Question 22

The important thing for marketers to remember about stereotypes of mature consumers is that:

A) in reality most mature consumers are active, interested in what life has to offer, an enthusiastic customer with the means and willingness to buy many goods and services
B) mature consumers are best lumped together as a single homogeneous market segment
C) the view of older people as alone, infirm, and frightened is essentially accurate
D) most mature consumers can only afford to buy the least expensive items
E) mature consumers prefer living in communities with others near their own age

Question 23

Which of the following best describes the concept of a "teenager"?

A) The concept of a "teenager" is only a theory - it has never been proven as actually existing.
B) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of the industrial revolution.
C) The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.
D) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
E) Most primitive cultures have isolated youth between 13 to 17 as being unstable and incapable of membership in adult life. This model was adopted by modern marketers.

Question 24

The second fastest growing market in Canada is the:

A) teenagers
B) mature market
C) tween
D) baby boomers
E) baby busters

Question 25

Aaron is a product designer for a food manufacturer. The company has just released a new health food targeted at the mature market. What design recommendation should Aaron adhere to?

A) make sure the package is large enough to hold servings for a family
B) use blue and green colours on the package
C) use green and violet colours on the package
D) avoid using pictures, use text
E) ensure that identifying- type colours are discernable from those of the background colours

Question 26

Erika and Hans, aged 21 and 22 years, have shared many different experiences-a U2 concert in Brussels, skydiving in Bonn, and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age _.

A) gap
B) delineation
C) culture
D) cohort
E) identity

Question 27

Jan is sixteen, and feels very stifled by all the rules and regulations in the household. The feeling has grown to a point where she is thinking about leaving home. This reflects a/an theme of conflict.

A) belonging
B) narcissism
C) autonomy
D) idealism
E) pragmatism

Question 28

Ginger Adams works for a large ad agency. They are currently devising an ad campaign that will be directed to the 30- somethings that are in Generation X. The campaign will need to focus on the primary values of the generation. What is the major problem facing Ginger in her task?

A) The generation is so diverse that a single theme or value may be impossible to find.
B) The generation has been so accepting of promotional messages that almost any value could be used.
C) The generation is so cynical that no ads have been effective.
D) This generation's values are so abstract that they might never be captured in any single promotion.
E) The generation is so alienated that it is almost impossible to reach them

Question 29

Marketers who would reach teens should be aware that teens use products in all of these ways EXCEPT:

A) to support their local stores
B) to help them have the "right" look
C) to express their identities
D) to explore the world and their new- found freedom in it
E) to stress teamwork

Question 30

Carla is a Generation Yer. Which of the following statements would be the least likely to characterize Carla?

A) she is susceptible to impulse purchases
B) she likes products that allow her to be mobile and connected
C) she likes to shop for particular brands
D) she provides helpful advice on purchases to her parents
E) she purchases generic brands frequently

Question 31

Of all market segments, those who spend the most on food and apparel are between the ages of:

A) 35- 44
B) 16- 24
C) 55- 64
D) 45- 54
E) 25- 34

Question 32

The majority of teenage girls in Japan are constantly connected to the Internet through their cell phones. They have an extreme willingness to grab something new and use it for their own ends, a behaviour that William Gibson calls:

A) disruptive behaviour
B) digital addiction
C) detrimental technology
D) techno- cultural suppleness
E) digital naivety

Question 33

Gerald is in his twenties. Which of the following would he most likely think is one of the best things about Canada?

A) the process that is required to get their driver's license
B) the way the tax program benefits low- income earners
C) the ease of access to social programs, like subsidized day- care programs for children
D) the average cost of education
E) the way it welcomes different races and cultures

Question 34

Which of the following is not one of the rules for successfully engaging young consumers?

A) Be Very Logical
B) Don't Try to Be What You're Not
C) Show That You Know What They're Going Through
D) Entertain Them
E) Don't Talk Down

Question 35

"They don't make them like they used to," "Products are getting shoddier and shoddier," and "We are experiencing a decline in the quality of life" are all examples of statements that could be used in questions on a(n) .

A) nostalgia scale
B) ethnic scale
C) age scale
D) cultural scale
E) lifestyle scale

Question 36

In segmenting mature consumers, marketers should be guided primarily by their:

A) aspirational age
B) chronological age
C) neurological age
D) physiological age
E) perceived age

Question 37

Teens have a reputation for being rebellious and resisting authority, but some cultures value conformity. According to the text, what has been the result of these two forces in Asian cultures?

A) Some experts have said that many Asian teens act almost schizophrenic; on one hand wearing the symbolic clothing and listening to the music of rebellion, while on the other hand still conforming almost entirely to the rest of their culture.
B) Teens in these cultures have almost entirely rejected Western symbols of rebellion.
C) The drive to conform has almost made teen rebellion non- existent.
D) Symbolic meanings from one culture have been found to have almost no effect on the behaviour of teens in another culture, irrespective of the level of conformity in the society.
E) The more conforming the society, the more rebellious teens become.

Question 38

Mary grew up when the mini skirt and the Beatles were the rage. She came from which of the following age sub- culture:

A) baby boom echo
B) Generation X
C) Generation Y
D) baby busters
E) baby boomers

Question 39

Mattel is producing a line of dolls called "My Scene" dolls. In addition, the company is producing a more approachable and multicultural Barbie aimed at older girls. According to the text, Mattel has noticed which of the following youth trends and is marketing toward this trend?

A) freedom
B) rejection of adult values
C) sexual conservatism
D) formation of youth tribes
E) proliferation of in- groups

Question 40

The fundamental impact of baby boomers derives from, all of the following, EXCEPT:

A) their reaction to the economic downtown in the first part of the nineties
B) their cultural and style preferences which dominate consumption patterns
C) the sheer size of the segment-power in numbers
D) the magnitude of their buying power
E) the far- reaching effects of their political and cultural activity

Question 41

Susanne is a sixteen- year- old girl that loves to communicate through texting and an instant message program moreso than using voice technology. Susanne could be said to be part of a:

A) online tribe
B) thumb culture
C) digital brand community
D) Generation X Tribe
E) exclusive club

Question 42

When she was age 70, Beatrice's husband died. Although healthy she couldn't deal with the loss and stayed home most of the time, increasingly becoming resentful about the stereotypes of the old. She belongs to the segment:

A) healthy indulgers
B) healthy hermits
C) ailing outgoers
D) frail recluses
E) languishing retirees

Question 43

If Levis Jeans wants to advertise to teens, their advertising should be:

A) off- the- wall
B) scattered
C) irrational
D) action- oriented
E) light and amusing

Question 44

Clay has a lifestyle that involves always using his cellphone and wireless laptop. This kind of lifestyle has been termed:

A) physically free
B) communicative
C) connexity
D) electronically independent
E) universal attachment

Question 45

For marketing strategies aimed at the mature market to succeed, which three factors should marketers consider addressing?

A) connectedness, social class, environment
B) connectedness, altruism, social class
C) autonomy, communication, social class
D) autonomy, connectedness, altruism
E) environment, communication, social class

Question 46

Which of the following best describes baby busters:

A) wear turned- around baseball hats and flannel shirts
B) few busters actually fit the Generation X stereotype
C) work as hamburger flippers
D) cynical and disillusioned
E) alienated

Question 47

Teenagers in every culture show conflict as they make the transition from child to adult. Marketers must understand the nature of their conflicts to appeal to these teenagers successfully. Research done by Saatchi & Saatchi advertising agency found that all of these are common themes of conflict for teens EXCEPT:

A) rebellion against social standards for appearance and behaviour vs. fitting in and being accepted
B) acceptance of responsibility vs. desire to be free and to play
C) focused on themselves, their needs and appearance vs. desire to connect with others meaningfully
D) desire for independence vs. need to belong
E) being idealistic and sincere vs. facing realities of the world around them

Question 48

The mature market is defined as those who are:

A) 65 and older
B) 55 to 65
C) retired
D) 55 and older
E) 45 and older

Question 49

The term grey market usually refers to people that are:

A) 80 years and older
B) between 45 and 50 years of age
C) between 50 and 60 years of age
D) between 40 and 45 years of age
E) 65 years and older

Question 50

Andrew has just turned nine years old, which is part of the _ category.

A) difficult
B) adolescent
C) tween
D) childhood
E) pragmatic

Question 51

As the economic health of mature consumers continues to improve, sales growth opportunities appear. Greatest growth benefit is seen in all of the following areas, EXCEPT:

A) big ticket items
B) cruises, tourism
C) how- to books, university courses
D) entertainment
E) exercise facilities, cosmetic surgery

Question 52

Danielle recently turned sixteen and after hearing too many people older people telling her not to smoke cigarettes, she began to smoke a pack a day. This reflects a/an theme of conflict.

A) autonomy
B) rebellion
C) idealism
D) pragmatism
E) narcissism

Question 53

The two different types of identity changes people go through when they retire are called:

A) regression and progression
B) positive and negative
C) maintenance and overhaul
D) refreshed and stale
E) revived and emergent

Question 54

The term consumer identity renaissance refers to:

A) the process of becoming an adult.
B) how people deal with a mid- life crisis.
C) how people change their identity as they move through various age cohorts.
D) the redefinition process people undergo when they retire.
E) how consumers switch between their chronological and perceived ages.

Question 55

For marketers, the appeal of nostalgia is important because of all of the following, EXCEPT:

A) products can evoke shared memories among an age cohort
B) the baby boomers constitute such a large segment that marketers are eager to start using nostalgia appeals to reach them
C) sales for products associated with childhood or adolescence can be dramatically affected by linking the brand to vivid memories and experiences
D) young people do not react well to nostalgia
E) adults over 30 are particularly susceptible to feelings of nostalgia

Question 56

Promotions targeted to mature consumers should:

A) use models who are substantially younger than the actual target market
B) provide an abundance of information
C) stress the total leisure of mature consumers
D) reassure mature consumers that someone cares and is looking out for them
E) acknowledge awareness that the product is appropriate for their age

Question 57

Jonathan, who lives in Seattle, Washington, is a typical American teenager. He really enjoys putting together his own online videos and posting them to YouTube. Jonathan represents what percentage of online teens?

A) 10%
B) 33%
C) 50%
D) 25%
E) 67%

Question 58

When dealing with university students, marketers find:

A) they have little to spend
B) they want a lot for very little
C) they are hard to reach conventionally
D) they have a superior attitude
E) they like radio and TV commercials

Question 59

What will baby boomers not spend more on than other age cohorts?

A) food
B) being connected through electronic media
C) apparel
D) household furnishings
E) retirement programs

Question 60

The practice of glamorizing older people in commercials is:

A) a less desirable strategy than imagery- oriented advertising
B) a nice effort, sociologically speaking, but it does not seem to affect seniors' attitudes about consumption
C) offensive to most seniors
D) a poor strategy on the part of marketers; the ads just don't work
E) a shrewd move; most seniors respond favourably to such advertising

Question 61

Aimless Dependents, Thrill- Seeking Materialists, Autonomous Postmaterialists and Social Hedonists are all examples of Generation Xer "tribes".

Question 62

Kyla recently notices that her brother is constantly running to a mirror to look at himself. This reflects a/an _ theme of conflict.

A) autonomy
B) pragmatism
C) belonging
D) narcissism
E) idealism

Question 63

Mature consumers have been largely ignored by marketers because it was assumed that they lacked spending power; they spent it all raising their kids and paying off mortgages.

Question 64

One of the common ways of segmentating mature consumers is to identify:

A) the manner in which they deal with aging
B) how many children and grandchildren they have
C) how long they are expected to live
D) their feelings toward gift- giving rituals
E) their attitude toward social classes

Question 65

Betty took up tennis when she was age 70, travels frequently, has many interests in many area, and is fairly affluent. She is typical of many people in the .

Question 66

Baby boomers blame baby busters for passing down the serious problems which they are now confronting: getting good jobs, for example.

Question 67

Online advertising may be one of the best ways to reach university students.

Question 68

think school is cool, are brand conscious, are media- savvy, techno- literate information gatherers and, while they are exposed to their parents' nostalgia for boomer pop culture, they are very much a unique market force unto themselves.

Question 69

"Baby Boom Echo" is another term for:

A) The Mature Market
B) University Students
C) Gen Xers
D) Children born after 1995
E) Gen Yers

Question 70

Reg is in the market for cruises, tours, cosmetic surgery, skin treatments, and exercise facilities. He is part of the _ market.

Question 71

For marketing strategies aimed at the mature market to succeed they should be related to one or more of the following key factors: _, _ and .

Question 72

A (an) is a group of consumers of the same approximate age who have undergone similar experiences.

Question 73

Marketers have been increasing their use of , which is a means of creating a promotion, such as a volleyball tournament, to attract consumers to a central location instead of trying to reach them where they live or work. Promotions during Spring Break directed to university students as they head south is another example.

Question 74

John is designing a television advertisement directed at teenagers. His boss tells him "Don't worry about that advertisement so much, almost all teens will ignore it. They rely on word of mouth from peers to identify how to look, not on advertising." John's boss is wrong.

Question 75

Segmenting mature consumers is:

A) relatively easy to do
B) pointless because they are resistant to change and unwilling to try new products or services
C) essentially irrelevant; income segmentation matters more than age
D) usually not worth the trouble, since there are not very many of them
E) easy to do since marketers can use chronological age quite openly

Question 76

One of the primary reasons that young people enjoy using the Internet to communicate is because of its anonymity.

Question 77

Yolande, a researcher, would like to understand society's influence on people's roles as they age. This field of study is reflective of:

A) age movement theories
B) social aging theories
C) sociological adaptation theories
D) gestalt aging theories
E) nostalgia theories

Question 78

The descriptive nickname for children of baby boomers, born after 1980, is . They are so called because the birth rate will decline as baby boomers leave their child- bearing years.

Question 79

Francis, a seventeen year- old high school student is constantly communicating with her friends online or through her cell phone. Francis could be characterized as a:

A) tech native
B) digital native
C) Baby Boomer
D) mature consumer
E) Generation Xer

Question 80

Jerry is considered a baby boomer. This means that he was born between the years of 1944 and 1964.